You're struggling to convey brand values to influencers. How can you ensure authentic collaboration?

To ensure authentic collaboration with influencers while conveying brand values, begin by clearly communicating your company's core values and mission. Give influencers a detailed brief outlining key messaging, guidelines, and examples of how to incorporate your values into their content. Choose influencers whose personal values and styles are consistent with your brand. Maintain open and ongoing communication with influencers, giving them creative freedom while guiding them to stay true to your brand's essence. Monitor the content they create to ensure it accurately reflects your values and provide constructive feedback as needed.

You must always be faithful to your brand. You own it. Should an "influencer" not align with your brand values, then WHY are you working with them, and who gets the ROI, you, or them? As a Hotel GM these were my first questions.

A definição de valores de uma marca é o cerne de qualquer estratégia de marketing ou comunicação. Para selecionar influenciadores como representantes, primeiro é necessário identificar se os valores que eles reproduzem estão de acordo com o que sua marca deseja comunicar.

Governance is a crucial component of effective strategy and a significant asset for partners. When building brands, your primary responsibility is to develop and protect a business's most valuable asset. This protection involves guarding against both external and internal threats at every level. It's essential to provide ongoing support and accountability, rather than merely launching a brand and moving on. One important tool is a brand governance chart, which clearly outlines elements that are "sacred," "imperative," and "customizable." Be prepared to engage deeply in the process, while remaining patient and supportive as people learn to adhere to the brand guidelines.

Identifying the 4-5 usp’s or values that define your brand or set it apart is the first step in the brand journey. This is what makes the brand, and often we don’t spend time in introspect in this aspect. Further, it is critical to showcase these values through your work.

Choose influencers whose personal values and content style align with your brand values. Look for those who have demonstrated a commitment to similar principles. Review the influencer’s past content to ensure it aligns with your brand’s values and messaging. Evaluate the influencer’s engagement metrics to ensure they have an authentic and engaged following, which is more likely to resonate with your brand values. Assess the authenticity of the influencer’s content and interactions with their audience.

If you decide to follow the "influence" route, then do your homework. Ask questions: what is their follower count, what are their own core values, who else do they represent? Context is key in this situation.

You've decided that you want to connect your brand with influencers. My experience? The size of the audience and number of likes really aren't the best metrics. You are better off looking for those who are either already connected with your brand, or who would be a target customer but you may not be on their radar.

Your brand values need to be clearly articulated to your audience through storytelling. For example, sharing stories about your company's commitment to sustainability can show your audience what you stand for. These stories help your audience understand and connect with your brand values, making your brand more relatable and trustworthy.

If you decide to go after the influencer with the highest number of connections, likes, and shares, then you need to ensure that you clearly communicate your brand values and your expectations. What I believe you lose in the process, most times? Authenticity. When aiming for authentic connections with your brand, it's vital to communicate your brand values and expectations. Equally important is the organic discussion, and both of you understand the guardrails and latitude you are willing to live with.

The best influencer strategies are built over time. They grow from relationships that start small and evolve as you learn more about them, and they learn more about your brand. One key element you need to consider? Who is going to manage that day-to-day communication and connection? Without it, it can go south quickly.

Any business relationship is transactional. They do something for you, you pay them a pre-agreed sum of money. Before you enter into the agreement, set up your own goals for success. Communication of this at the start is key. And if they fail at their side, then you can consider stepping back from your obligation. But before that, enter into discussion.

It is essential to understand your metrics upfront and make sure that you have the process in place to measure them. An ROI is only sometimes measured financially, but you need to know your expectations for any investment/involvement you have. Likes? Shares? Customer acquisition? Brand value? Impressions? All credible metrics, if you set the expectation, measure to it, and evaluate continually.